Tackling international markets : bicultural brand positioning of sport leagues in foreign countries
Year of publication: |
2024
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Authors: | Uhrich, Sebastian |
Published in: |
Journal of sport management : the official journal of the North American Society of Sport Management. - Champaign, Ill. : Human Kinetics Publ., ISSN 0888-4773, ZDB-ID 1052907-X. - Vol. 38.2024, 4, p. 271-286
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Subject: | brand image integration | consumer culture brand positioning | cultural authenticity | internationalization | satellite fans | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Internationales Marketing | International marketing | Herkunftsbezeichnung | Designation of origin | Sportmarketing | Sports marketing | Profisport | Professional sports | Multinationales Unternehmen | Transnational corporation | Fußball | Football |
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